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DAZN ramps up experiential to take over the San Siro metro

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By John McCarthy, Opinion Editor

April 2, 2019 | 2 min read

Digital sports streaming company DAZN has looked to create a real-world impression by putting down a physical presence in an Italian metro station.

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DAZN takes over San Siro Metro

Next to the historical San Siro stadium in Milan, shared by bitter rivals AC Milan and Inter Milan, DAZN customized a metro station to help secure the brand in the sport and attract subscribers to its service.

The experiential campaign emblazoned the site with original photographs, 3D graphics and pictures along 1250 square meters of surface, 246 customised spaces, platforms, staircases, turnstiles and wall.

The Big Now and MKTG (of Dentsu Aegis Network Italy) delivered the stunt.

Last year, The Drum’s deputy editor Cameron Clarke hopped on a plane to meet the fledgling broadcaster as it launched in Italy and signed Cristiano Ronaldo as an ambassador.

The London-headquartered ‘Netflix for sports’ is currently Germany, Austria, Switzerland, Italy, Canada, Japan, USA and Spain.

Watch the video below showing how Dazn pulled it off.

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